The line between monitoring consumer sentiment in general and tracking individual customers is unclear and ill-defined. Companies need to understand public perceptions about both different types of online tracking and different sorts of consumer concerns. Monitoring by schools appears to be even more complex. In an opinion piece in Education Week, Jules Polonetsky and I discuss the recent revelation that Pearson—the educational testing and publishing company—was monitoring social media for any discussion by students of a national standardized test it was charged with administering. // Read more on Education Week.